高职市场营销专业教材与课程改革目标的不适应制约着教育产品质量,无法彰显高职人才的市场竞争优势。文章认为,高职市场营销专业教材的建设要从职业分析入手,构建应用知识的体系,突破单纯强调学科自身的系统性、逻辑性的局限,改变课程繁、杂、旧的痼疾。 Higher Vocational Marketing Textbooks and Curriculum Reform’s Inconsistencies Restricting the Quality of Educational Products, Higher Vocational Talents Can not Reveal Market Competitive Advantage. The article argues that the construction of higher vocational education marketing materials should start with occupational analysis and build a system of applied knowledge. It breaks through the systematic and logical limitation that simply emphasizes the discipline itself, and changes the chronic illness of complicated, complicated and old courses.